The upcoming season of European football is poised to set new benchmarks in partnership engagement, reflecting the dynamic and ever-evolving landscape of the sport. As European football continues to grow in global prominence, brands are presented with unparalleled opportunities to connect with a passionate and diverse audience. This report delves into the intricate world of European football deals, highlighting the key trends, strategies, and opportunities that brands can leverage to maximize their impact and reach within the sport.

In this year’s report, we explore the impressive 22% growth in brand sponsors, driven by record-breaking deals and the rise of categories such as construction, business services, and automotive. The shifting dynamics of club deals—with Serie A and LALIGA clubs surpassing Premier League in deals—and the significant presence of US-based brands highlight the evolving strategies in the market. We also examine the reshaped athlete endorsement landscape, the follower growth of top clubs and athletes, and the trends in media ad placements that are setting new standards in fan engagement.

With almost 6,000 brand deals (a 20% increase YoY) and a shift in athlete endorsements—along with the start of the 2024–25 season—we’re excited to present our European Football Marketing Partnerships 2023–24 report. This comprehensive analysis provides brands with the insights needed to navigate the dynamic partnership landscape of European football, ensuring they can effectively connect with global audiences and achieve their marketing goals. Authored by SponsorUnited’s Marketing, Research, and Analytics teams, the report encompasses more than 4,300 brands, 98 clubs, and nearly 39,500 assets from July 1, 2023 through July 31, 2024.

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